is your agency s online presence engaging prospective … › wp-content › uploads › ...•...
TRANSCRIPT
Is Your Agency’s Online Presence Engaging Prospective Clients?
Caring.com Digital Marketing AcademyMay 9, 2019
Welcome
This is a one-way webcast. Please ask questions using the tool at the
right side of your screen.
Founded in 2007, With a Social Mission
Comprehensive Directories for Senior Living and Senior Care — 83,000 Listings
“You’re there for them. We’re here for you.” 1st to Offer Award Based on Reviews
Created By Caregivers, For Caregivers
Highly Trained, Highly Skilled Team of Family Advisors & Senior Care Experts
Relevant Eldercare Information and Support — Across Portfolio of Websites
#1 for Senior Care Reviews: 220,000+ Published — Thousands Added Monthly
Presentation Agenda
• Multi-Step Process for Engaging Clients Online- Optimizing Online Visibility
- Website: Emotional Engagement, CTAs
- Technology Tips
- Consistency Across Online Profiles
• Q&A
• Key Takeaways
Presenter: Amy Selle
• Personal motto: These are the good old days
• Marketing aging care services since 2001
• Skilled in marketing, advertising, messaging, content, public relations, branding, website and social media
• Serves as direct client contact on a daily basis
• Judge for the National Mature Media Awards from 2015–2018
• Award winner:
– Public Relations Society of America Chicago Chapter Skyline Award for marketing healthcare services
– Publicity Club of Chicago Silver Trumpet Award for consumer marketing campaign
AMY SELLE Co-Managing Director
corecubed
Presenter: Marissa Snook
• Instrumental in in-home care marketing since 2005
• Administers corecubed’s MOST program
– In-house “concierge” for meeting MOST clients’ needs
• Specialty in digital marketing and print advertising
• Guides the creation of award-winning materials and processes
MARISSA SNOOK Co-Managing Director
corecubed
Engaging Prospective Clients Online
Engaging Prospective Clients Online
Engaging Prospective Clients Online is a Multi-Step Process
• There’s not one magic bullet to make prospective clients reach out
• There are steps that move prospective clients in your direction
Step One: Online Visibility
• Can prospective clients find my agency online?
• What will make prospective clients choose to visit my site?
Ways to Increase Your Agency’s Search Ranking
• Implement ongoing SEO and SEM strategy
• Develop new content on a regular basis
• Regularly post engaging content on select social media platforms
• Maintain your site
• Actively seek to acquire links back to your website from other high quality websites
How to Stand Out in Search List
Increase odds of site visit:
• Regularly post new content using keywords
• Write engaging meta descriptions
• Improve local ranking on Google / senior care reviews (Caring.com) - 5-star reviews get more visitors
- Caring directory results rank by reviews volume; listings with 6+ reviews get more visits
Online Visibility: Agency Examples
Step Two: Site Engagement
Once at your site, do people find what they are looking for?
Are action steps clear and simple
to use?
Evaluate Your Website for Emotional Engagement
Ask Yourself:
• Is the best front and center?
• Are your agency differentiators clear?
• Is there transparency as to who you are?
• Does your site build credibility?
• Are there clear calls to action?
Steps to Make Your Site Emotionally Engaging
• Front load your homepage to include:
– An emotional connection
– Your brand’s mission
– Your good reviews
– Professional certifications
– Useful information
– Clear next steps
Make Compelling Call to Action (CTA)
Evaluate the paths people take on your site that lead to a call, email or completing a contact form.
• corecubed client research shows:From the homepage, viewers most commonly go to either the Careers page, About page or the Services page
• Once on the Services page, viewers head about equally to the About Us page or the Contact Us page
Heat Map Example
Create Clear Calls to Action Along Those Paths
Clear, Compelling CTAs: Agency Examples
Content Marketing: Agency Examples
Steps to Make Your Site Technologically Engaging
• SSL certificate
• Site speed
• Mobile responsive
Does Your Site Have Accessibility Tools?
Beyond Your Agency’s Website
Optimizing Your Caring.com Directory Profile
Emotional Engagement:
• High quality images with ‘people like me’
• Detailed agency description with clear differentiators, credentials, and owner/staff insights
Social Proof:
• High volume of great reviews
• Caring Stars award (3 years)
Consistency and CTAs
Q& A
Key Takeaways
ExpertsinDigitalMarketingCanSupportYou
There isn’t 1 “magic bullet” for
prospective client engagement —
success requires multi-step “marathon”
Thoroughly evaluate your website &
online profiles — be emotionally
engaging; have CTAs &
differentiation
Ensure consistency across your
online profiles; use reviews to
attract and convert clients
For More Information from corecubed
Amy Selle• Managing Director• [email protected]
Marissa Snook• Managing Director
Contact corecubed today • 800.370.6580• corecubed.com
Thank You!
Caring.com Welcomes Your Feedback and Suggestions
More Resources on Caring.com’s Industry Blog:
http://partners.caring.com
@CaringInsights(650) 762-8190 company/caring-com